Are marketing experts misleading you? They may advise you to narrow down your target audience and tailor your message to a specific group, but they're leading you astray. To achieve viral success on social media, broaden your approach and frame your topic in a way that appeals to a wide range of people. This is what we call the generalist principle.
At its core, the generalist principle is a set of strategies that make your content universally accessible, capturing the attention of a broad audience. To effectively implement this principle, imagine your audience has no prior knowledge of your subject. Avoid complex terms or jargon and clearly define any new terms for your audience. Additionally, present your content as a story, with conflicts and obstacles, to engage viewers.
One effective narrative structure for using the generalist principle is the "2 Characters, 1 Lightbulb" format. In this format, an expert character debunks common misconceptions. Take a look at the two videos below and see why one received 2 million views, while the other only got 140K.
Down Payments
Lambo Insurance
The viral video with 2 million views tackles a common misconception about down payments when buying a home. It's a topic that most viewers are familiar with. On the other hand, the low-performing video discusses the differences in car insurance premiums between Lamborghinis and Honda Civics. The initial hook immediately excludes potential viewers, making them think it's not relevant to them. Although the advice may be helpful to most car buyers, the message was not framed for a general audience, causing it to miss an opportunity to capture attention.
The lesson for your content? Don't blindly follow conventional wisdom about your target audience. Create content that appeals to everyone, and it will naturally attract your intended audience as well.
Want help with your social media strategy? Connect 1-on-1 with Hook Point's team here to see if we are the right fit to work together.
